A-list evidence of the mainstreaming of social media marketing: Britney Spears' people are looking for someone to manage her presence on Twitter, Facebook et al
This is no gimmick - it's the right way to manage her reputation through engaging with fans where and how they spend their time. It also allows her to side-step media spin and position herself exactly as she wishes.
More traditional products and services must wake up to the opportunity and threat here - their brands are already being talked about on the net - they're just not involved in the conversation.
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